Companies with lead generation websites need to pay a lot more attention to CRO, because complacency is a killer. This is not just an opinion; it’s backed up by a mountain of data.

Straight North, an SEO firm headquartered in Chicago, uncovered a surprising insight on user behavior in the course of validating more than 300,000 online sales leads generated from its agency and client websites. A whopping 84 percent of conversions came from first-time visitors.

This result frankly surprised us. Conventional wisdom holds that patience is a virtue for lead generation. If companies don’t win over visitors on the first visit, don’t worry; they will be back.

Wrong.

If companies want to build a big pipeline of online leads, they need to get the job done on the first visit, which means excelling in every aspect of CRO. Very few companies do — they may have standout execution in one or two areas, but several other critical pieces of the CRO pie are completely missing.

This lack of CRO proficiency in lead generation marketing is what led us to create the detailed presentation below, 10 Ways to Make Your Lead Generation Website Convert on the First Visit. In it, I discuss the 10 most important elements a website needs to capture those first-visit conversions. I hope it helps you take your lead generation website from good to great!

About the author

Brad Shorr is Director of Content Strategy at Straight North, an Internet marketing agency that provides SEO and PPC services. His articles on sales and marketing have been featured on leading business websites including Forbes and Entrepreneur.

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